(published in abridgement) Elena Franchuk the daughter of ex-president Leonid Kuchma and the wife of multi-millionaire Viktor Pinchuk remained in shadow for the time her father ruled the country. Her public career started in 2003 (…) At her husband funds she has created Charitable Foundation of Elena Franchuk ANTIAIDS. Today it is the single private Foundation in Ukraine devoted to fighting AIDS. Now the Foundation is known both in Ukraine and abroad. In April the conception of the PSA advocating safe sex developed by the Foundation entered finalist panel in the contest for the best PSA idea on HIV/AIDS conducted by MIPTV and Global Media AIDS Initiative. The TV-spot should be filmed soon. The presentation took place on 12th of April in Cannes where Franchuk arrived with her husband.— How often did you use your status? And how often do you use your last name to handle some problems?
— I cannot remember what I did in the recent years using my status. In my presence there was no special reaction to my name. Frankly I understand that it helped me before, but now some difficulties may arise although. I always treat it philosophically.
It was completely consciously to create the name Foundation. First of all it is ANTIAIDS, which means that we’re committed to fight AIDS. Using my name is undoubtedly personification, because I am responsible for what I do with my name and with my reputation.
— The first investment in the amount of 200 thousands hryvnas was made by your husband. Then you planned to invest 1 million hryvnas. What’s the budget of the Foundation now?
— Last year we spent 2,5 millions hryvnas including Beriozka orphanage [support of Beriozka orphanage where HIV-infected children live], in which we invested 1,5 millions. The remaining funds were spent for informational campaigns and direct support of people living with HIV/AIDS.
We spend a lot of money to produce TV-spots, because if we do not create the high quality product we couldn’t place it at any TV channel. Even if we place it, this won’t be effective.
By the way, we invest huge funds in production and enjoy enormous discounts for placement on TV. We cooperate with all big TV channels, except 1+1. They say that they don’t have space for social advertisement.
— What about commercial prices?
— I will not pay market price for social advertisement as a lot of TV channels grant us a big discount. Could you imagine if the charitable foundation pays a million dollars for social advertising! As the matter of fact abroad social advertising devoted to AIDS is placed for free.
— The channels where you place your PSA’s such as ICTV, STB, Novy channel, M1 and Inter, except for the last one, belong to your husband. Maybe that’s the reason why the placement of PSA’s are solved simply.
— Yes of course!. I am not ashamed of this I use it.
— Isn’t it loss-making to place PSA at the lowest prices on your own channels?
— The Foundation activity cannot be profitable indeed. We do it purposely. I decided that if I don’t do it, than who will? In 2004 in average 32 new HIV cases were officially registered daily and according to the experts’ estimation – 180 people per day. This number doubles every year.
There is a very dangerous tendency – the increase of new HIV cases transmitting by heterosexual way. The percentage of HIV-infected women and young people is increasing rapidly, among youth the figure is terrifying: the half of all new HIV cases are people aging from 20 to 29 years old. According to UN estimations 2/3 of all new HIV cases could be avoided due to media efforts. That is why we pay a lot of attention to informational campaigns.
— Your father is blamed for getting funds for his Foundation “Ukraine” from offshore areas. How fair is your financial position because you can be charged as well?
— I know that everything done in the foundation “Ukraine” was done in a right manner. But now I am afraid to give any comments on it as I don’t want to harm neither my husband nor my father.
As to our foundation activity we just passed financial audit and are ready to present the information to anyone interested. We will share the information concerned sources of financing, how much and for what we spend it. I knew for sure that our activity would be of interest to the society, and we worked fair so that it can be demonstrated in any time.
— Does your husband take an active part in your public activity?
— We discuss it very often. He is involved into this as well, because I am next to him. We are very close: I know what he is interested in, his hobbies and his problems. He knows all about me. Our lives are tightly bound. We are both sole mate and partners it’s not only love story. Therefore he knows everything about ANTIAIDS Foundation activity, furthermore he is a shareholder just as I am.
— Do you discuss AIDS problems with your 14th years old son Roman? How does he respond?
— Yes we do discuss it. It has no sense to tell him “this is bad” or “don’t do this”. But I think that we already have to discuss narcotics, AIDS and safe sex. I am convinced that it’s better to start from age of 10 when it is possible to explain more intelligible. Getting older, kids enter period of teenaged aggression, striving to independence, unwillingness to listen to the parents.
— Your daughter Katya is considered to be the richest heiress in Ukraine. How will you comment this?
— I don’t think Katya is the richest one in Ukraine. Even though, this is not very important. It’s a big burden for the kid and I don’t fell happy about this. I consider this to be a good practice when successful people leave only 10-20% of their fortune to the children and rest is donated for charity.
— What about you? Are you intended to do the same?
— Yes. I think we will do as civilized people do.
— When you just set up the Foundation you admitted that you wish your job wouldn’t take more time than your children and husband. Did you manage to do so?
— Certainly I try to devote as much time as I can to my family: my children, my parents, my husband. This is very crucial to me now. I I’m engaged in the Foundation activity but it don’t take all my time though it takes a lot. It seems to me I keep the balance.
— In Russian media there was information that your husband is going to sell the considerable part of his property at 1 billion dollars.
— Everything that concerns my husband’s business you better ask him.
— I wanted to ask if you were going to leave Ukraine?
— No. The budget for the future year is approved so we won’t go anywhere.
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